Sony BMG was looking to enter the market with a differentiated service that was unlike any other competitor offering. •The approach taken by Mooga was seen as ground breaking and market leading •Mooga is currently connected in Argentina and being connected in other four South American countries •This is the first mobile music portal with intelligence in the market

2. To provide highly relevant and extremely
personalized context-based end user
experiences for the digital world
(mobile/online/voice/DTH/ipTV/Set-top
Boxes/etc.)

3. iKen Solutions is a NASSCOM Innovation
Awards 2008 Finalist
iKen Solutions selected by Microsoft to
participate in Le Web ´08 as one of the
Top 10 innovative startups in the world.
iken Solutions won the Tie-Canaan
Entrepreneurial Challenge 2008.
Mooga won Silver Award for “Best
Technology Innovation” at the Mobile
Content Awards 2008.
iken Solutions was awarded direct entry
into the Microsoft Start-up Accelerator
Program.

4. Current Scenario

5. Search
Help | Cost |
Home
Everybody gets the same

6. Content providers and
Carriers select the
“hottest” and latest
content to be marketed to NEW
consumers. Beyonce 6 Months 1 year
Song later later
Beyonce Beyonce
The best sellers of each Song Song
period are profitable, so
therefore “safe”.
Consumers are constantly
updated with new content
as operators continuously
reinvent their portfolios.
No longer “hottest” = No
longer relevant or
profitable.
Static limited offer placement

7. The evolution of digital
business

8. The Pareto Principle: 80/20 rule,
traditional pattern of sales concentration.
C. Anderson (WiredMagazine-2004): The
Long Tail
y lowering inventory storage, distribution
and search costs, digital markets have the
potential to increase the collective share
of niche products, creating a longer tail
in the distribution of sales.
ow there are 2 markets to attack:
• Old Market: Top Sellers.
• New Market: Long Tail.
What percentage of your items are you selling at least once a month?

9. James Surowiecki (2004): Wisdom of Crowds
A diverse collection of independently-deciding individuals
is likely to make decisions and predictions better than
individuals or even experts.
oLego: encourages its fanatical customers to design their products.
oInnoCentive.com: Companies pay solvers from $10k to $100k per solution.
More than 30 percent of the problems posted on the site have been cracked.
The Many Are Smarter Than the Few

10. Long Tail + Wisdom of crowds
Amazon: over 25% of Amazon’s book sales come from books not available in
brick and mortar stores.
Rhapsody: 22% of sales are from songs not played on traditional media. 53% of
750k Rhapsody´s songs are streamed at least once a month.
Netflix: 20% of DVD rentals are documentaries, B class movies and niche
movies.
Google: Niche advertisers provide Google over 60% of their Ad Words revenues
Make everything available, help your customer find it and you will
increase your sales.

11. Mooga
The new wave

12. Dynamic personalized one to one offer

13. Adaptive subscriber
storefronts lead to
infinite mobile shelf
space and time Spiderman III Spiderman I
Clips
Fergie
Subscriber analytics and Songs
recommendation engines
allow the long tail of
Downloads
niche markets to form Star Wars
across the content 2005
Spring
universe Beatles
Fashion Oldies
Clip
Elvis’s Hits
Incentive-based
subscriber self-
distribution allows for Content Items
spread of mobile content
and for easier content 20,000 80,000 and ongoing
discovery across users

14. Viral self learning entertainment ecosystem incorporating Artificial
Intelligence techniques to understand, track, predict & recommend
content based on individual user tastes, downloads & popular contents.

15. Portals/Websites/Mobile/Retail/BFS&I apps/etc.
Web Services
Extended Web Services
Mooga Web Services
Mooga Domain Specific Customizations
(Consumer 3.0 analytics framework for N=1: Personalized experiences) (BFSI, Telecomm, Oil & Gas etc.)
Web Services Web Services
iKen Studio
(Hybrid AI framework)

17. Case Study

18. Sony BMG was looking to enter the market with a
differentiated service that was unlike any other
competitor offering.
The approach taken by Mooga was seen as ground
breaking and market leading.
Mooga is currently administrating SonyBMG´s portal in
Argentina, Chile and being launched in other Latam
countries.
This is the first mobile music portal administrated by
artificial intelligence in the market.

19. Auto Context
o Classification of existing meta-
data/information/classification can be used to automate
the process of contextualization.
Grid
Song Title Artist Name Presentation Name Genre ISRC Type Filename
Number
I Want You (Album partnersnetpeopleaudiomp3_3
I Want You (Album partnersCELLENTaudiom
Bob Dylan Version) - Bob Rock AAAA XXXX 2k/BobDylan_IWantYouAlbum
Version) p3_32k
Dylan Version.mp3
Billie Jean (Single partnersCELLENTaudiomp3_32
Billie Jean (Single Michael partnersCELLENTaudiom
Version) - Michael Pop BBBB YYYY k/MichaelJackson_BillieJeanSin
Version) Jackson p3_32k
Jackson gleVersion.mp3
Gotta Move Faster partnersCELLENTaudiomp3_32
Gotta Move Faster partnersCELLENTaudiom
Sean Kingston (Album Version) - Hip Hop CCCC ZZZZ k/SeanKingston_GottaMoveFas
(Album Version) p3_32k
Sean Kingston terAlbumVersion.mp3
Best Of You (ALERT partnersCELLENTaudiomp3_32
Best Of You (ALERT partnersCELLENTaudiom
Foo Fighters TONE) - Foo Rock DDDD WWWW k/FooFighters_BestOfYouALER
TONE) p3_32k
Fighters TTONE.mp3
The SONYBMG Contextual Framework has been automatically built with
our auto-context scripting engine using SonyBMG´s existing metadata,
enabling a rapid deployment.

20. SonyBMG´s portal structure
o Top 5 Section
 Premium placed content defined by SonyBMG
 Shows same content to each and every user
(SonyBMG´s request).
 One and only section not being administrated
dynamically by Artificial intelligence.
o Artists
 Fully dynamic section administrated by AI.
 Presents relevant content according to each user
profile.
 All content presented in context.
Mooga allows to mix dynamic and static sections to promote specific
content due to marketing needs.

21. SonyBMG´s portal structure
o Context, context, context!
 Content is placed in easily recognised categories.
 Provides with ALL available content related to the
category.
 Takes full advantage of IMPULSE increasing multiple
transactions per session.
o Recommendations
 Fully dynamic section administrated by AI.
 Presents relevant content according to each user profile.
 All content is presented in context.
In order to find a content, you must know what you
are looking for.
Mooga discovers relevant content for each user.

22. SonyBMG´s portal structure
o Search functionality
 Uses a “wisdom of crowds” ranking algorithm.
 Its the quickest path to access items of
interest.
 Ranking is dynamic and continuously changes
as the user activities evolve.
Search results provide a 3 tier view to useful and
relevant content as the crowd knows best what
everyone wants!

23. SonyBMG´s portal structure
o Browsing functionality:
 Mooga uses a “Top Down” approach.
 This is the most effective path for a user to access items of interest.
 Every list have been structured using intelligence based on entire portal
activity of users.
Ease of content access coupled with implicit recommendations powered by
Artificial Intelligence

24. Statistical Validation

25. Give each customer WHAT THEY WANT, not what you think they need:
o Static Top5 made 25,5% of total sales meanwhile the AI Dinamic Storefront
and the Recommendation engine administrated 74,5%.
o 60% of users who clicked on a recommendation ended making a download.
CONTEXT IS KING
o Almost 23% of users made multiple downloads from same artist.
Hey, I don´t like fish!

26. Give customers INFINITE CHOICE
and they will make infinite choices
o 55% of the content available was
download at least once (almost 1.000
pieces of content).
o 87% of artists got at least one
download(134 artists).
Help your customers FIND
RELEVANT CONTENT
o Almost 30% of subscribers used the
recommendation engine.
o 25,5% users made more than one
download in a single session.

27. Beyond the tip of the iceberg

28. Thanks!
José F. Ugarte
VP Commercial
Jose.ugarte@ikensolutions.com